Abstract:As the COVID‐19 pandemic spread worldwide, limiting physical interactions, people turned to online shopping as their mode of buying necessities, and Filipinos were not an exception. However, as the lockdowns and restrictions eased, they reverted to pre‐pandemic shopping behaviours, including purchasing items on their whim and impulse. This study then aimed to investigate the role of impulse buying when it intervenes between hedonic shopping motivation and life satisfaction. A total of 388 Gold and Platinum Sho… Show more
“…According to [29], online shopping results from customers browsing e-commerce sites to search for, select, and purchase goods and services to satisfy their needs and desires. If a consumer has high hedonic motivation, there is a possibility that their shopping style will also become more excessive or impulse buying, in line with research by [5,6]. However, different research results were presented by [7], which stated that hedonic shopping motivation did not significantly influence impulsive buying.…”
Section: Literature Reviewsupporting
confidence: 59%
“…Purchases based on hedonic shopping motivation can encourage consumers to make impulsive purchases. Research by [5] and [6] states that hedonic shopping motivation has a positive and significant effect on impulsive buying, where the higher the hedonic shopping motivation, the higher the impulsive buying that occurs and vice versa. However, different from the results of research by [7] found that hedonic shopping motivation did not significantly influence impulse buying.…”
Current developments in digital marketing technology are suspected to increase consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitative research that uses a causal associative approach. The method used to test the hypothesis is SEM PLS with the help of the SmartPLS application. The research results show that Electronic Word of Mouth and hedonic shopping motivation positively and significantly affect impulse buying. FOMO. The results of this research can also be used as a basis for marketers of e-commerce companies to increase efforts to obtain and spread positive EWOM and increase the occurrence of impulsive buying from consumers.
“…According to [29], online shopping results from customers browsing e-commerce sites to search for, select, and purchase goods and services to satisfy their needs and desires. If a consumer has high hedonic motivation, there is a possibility that their shopping style will also become more excessive or impulse buying, in line with research by [5,6]. However, different research results were presented by [7], which stated that hedonic shopping motivation did not significantly influence impulsive buying.…”
Section: Literature Reviewsupporting
confidence: 59%
“…Purchases based on hedonic shopping motivation can encourage consumers to make impulsive purchases. Research by [5] and [6] states that hedonic shopping motivation has a positive and significant effect on impulsive buying, where the higher the hedonic shopping motivation, the higher the impulsive buying that occurs and vice versa. However, different from the results of research by [7] found that hedonic shopping motivation did not significantly influence impulse buying.…”
Current developments in digital marketing technology are suspected to increase consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitative research that uses a causal associative approach. The method used to test the hypothesis is SEM PLS with the help of the SmartPLS application. The research results show that Electronic Word of Mouth and hedonic shopping motivation positively and significantly affect impulse buying. FOMO. The results of this research can also be used as a basis for marketers of e-commerce companies to increase efforts to obtain and spread positive EWOM and increase the occurrence of impulsive buying from consumers.
“…Hedonic motivation has a significant and beneficial impact, indicating that users are more inclined to interact with applications when they are looking for pleasurable and satisfying experiences (Mallari, E. F. I., et al, (2023). [88]).…”
Section: Hedonic Motivation and Its Impact On Impulsive Purchasesmentioning
Purpose: Online Impulsive buying, which accounts for 40% of sales in developed nations, has a big impact on the current consumer markets. The purpose of this study is to thoroughly investigate the complicated dynamics of this behaviour, comprehending the factors that lead to impulsive purchases and the subtle interactions between customer trust and buy intents. The research is aimed at providing essential insights into the changing digital consumer landscape that is impacted by the interaction of convenience, emotional triggers, and impulsive behaviour. Specifically, it aims to unravel the change from trust to intention to buy and ultimately leading to online impulsive buying.
Design/Methodology/Approach: This study depends on secondary sources gathered from a variety of sources, including case studies, journal articles, magazines, books, and internet searches.
Findings/Result: Findings reveal that, retailers are strategically using consumers' emotions to drive impulsive purchases through their online shopping habits. Contextual considerations, trust-building programs, and website subtleties all significantly influence decision-making. These results highlight the crucial role that these components play in influencing online impulsive purchases, providing businesses with a framework to encourage impulsive buying, client loyalty, and happiness in the ever-changing world of e-commerce.
Originality/Value: This review summarizes findings from the research on the various aspects influencing consumers' online purchasing decisions. It provides a thorough grasp of the factors influencing consumers' online buying behaviour, making it a valuable resource for internet businesses and marketers. Equipped with this understanding, enterprises can devise customized promotional plans intended to enhance spontaneous purchasing, resulting in increased revenue and profitability within the virtual marketplace.
Type of Paper: Literature Review
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